"Does the Apple Fall Far From the Tree? A Meta-analysis of Extension Feedback Effects."
Presenter: Traci Freling, Ph.D., associate professor of marketing
Extensions provide a useful and effective way for brands to build on existing consumer attitudes to mitigate the risk of new product launches, leading to an ever increasing number of extensions being released into the market every year. The reciprocal effects of the extension on the parent brand evaluations of customers, also known as extension feedback effects, can result in both increases or decreases in parent brand evaluations following exposure to the extension.
Followed by Coffee with the Dean in CoB Room 633. More information...